When our team is approached to create a new radio ad for a business, we know we need to start the process with a very important step: assessing the perfect personality for the job.
When crafting a radio script, or any other project where someone will be verbalizing content, once the advertisement copy has been finalized it’s imperative to figure out who is going to execute the voice acting and bring the project to life. You might be wondering why? Because different voices excel in different areas, and a good creator (similar to a great manager), puts their people in the best situation to succeed. Deciding who the piece will be performed by goes beyond simply deciding between a man or woman – the choice is made by considering actual employees on our team. For example, considering Cindy or Audrey, or Brett or Jay. By determining this element, we’re able to write specifically for each personality executing the read.
Once we’ve decided who the best fit for the project is, I’m able to have some fun with the style of the ad! I try to imagine the person's voice and style in my head as I read the lines. After this, I read the lines out loud, doing a (poor) impersonation of them. The more I do this, the better I get at writing for each of our personalities. Once the spot has been recorded, I compare how they actually read it to my initial guess, in order to see how close I was with my writing style. By doing this, our ads are able to represent our clients’ needs while also sounding very natural as the reader speaks the content.
Through the years, I’ve learned what our teams’ voice actors can execute well, and what they may struggle with. Whether they speak quickly, or are deliberate and enunciate words. Some may have slight lisps, or accents… the list goes on. It’s my job to keep this in mind and adapt my writing to each personality, because it’s much more difficult for them to adapt to me.
By learning the personalities, voices and read-styles of each of our team members, we’re able to create effective radio spots for each of our clients.
In need of a new radio advertisement for your business? Talk to our team about how we can execute a successful campaign for your company! Email us at firstname.lastname@example.org today.